Lululemon is an athletic apparel company targeting yoga practitioners and runners aged 18-55 earning $40,000+. To continue growing from $1B to $1.3B in sales, Lululemon will invest $1M in digital marketing from January to April. This includes optimizing their website and email program, online/mobile ads, and expanding social media presence on platforms like Facebook, Twitter, YouTube and blogs to engage customers and drive traffic. Success will be measured by an increased ROI and customer engagement, as well as higher website traffic.

1. +
Digital Marketing Strategy
By Nikki Wickham

2. +
Company Overview
 Company Type: Athletic apparel.
 Target Market: Yoga practitioners and runners, men and
women, between 18 and 55 with an income of $40,000+
 Known for their high-performance, trade marked fabrics which
boast comfort and sweat-wicking capabilities in fashionable
designs.

3. +
Challenges and Goals
 Challenge - Continued Growth: Earned $1 billion
in fiscal 2011 and 2012 sales are forecast at $1.3
billion, the company would like to continue this
growth.
 Challenge - Community: With a large number of
social media outlets, the company reaches a large
number of customers but builds no real sense of
loyalty.
 Goal – Industry Leader: Lululemon has grown
tremendously since its inception but wants to
continue that growth in the athletic apparel market.
 Goal – Further Reach: The company needs to
connect even more with customers in the future.

4. +
Integrated Theme
 Be Comfortable, Be Free, Be You.
 A very uplifting message for all customers. Lululemon
empowers you to reach your goals.

5. +
Digital Marketing Strategy
 Budget: $1 million (1% of profits)
 Timeline: January to April
 People are usually trying to get into shape because of a New Years
resolution or trying to get fit for summer. We want to hit that audience.
 Company Website & Email, Online Advertising & Mobile, and
Social Media

6. +
Company Website & Email
 Website ($250,000)
 SEO strategy with keywords placed in the HTML code
 Help drive search traffic to the site
 Targeted landing pages
 Email ($50,000)
 Loyalty program
 Quarterly discounts
 Weekly updates on what’s new

7. +
Online Advertising & Mobile
 Online Advertising ($300,000)
 Google ads to help drive search traffic
 Facebook ads
 Banner ads on blogs and relevant sites
 Mobile ($300,000)
 Mobile website
 Create an app
 Interactive mobile ads
 Mobile banner ads

8. +
Social Media
 Facebook ($100,000)
 Current Facebook page markets the brand
 Needs to engage more with customers, give them an incentive
 Twitter & Pinterest ($100,000)
 Current methods of engaging with customers are working
 Great ways to bring customers to the Lululemon website
 YouTube $500,000)
 Currently has product demo videos
 Could create instructional videos and allows users to view for free or as part of a loyalty
program
 Blog ($200,000)
 Provides useful information for customers on yoga, running, and leading an active lifestyle
 Would be a great place for loyalty program offers and discounts
 Expansion/Emergency Fund $100,000)
 Other social media sites like Tumblr could also be used to connect with consumers
 Money to spare in case we need more in one area

9. +
Metrics of Success
 Increased ROI of 20% or higher
 Compare ROI before and after marketing strategy implementation.
 Increased customer engagement
 Compare customer engagement by viewing number of Tweets,
Facebook hits, and blog responses logged compared to the past.
 Increased traffic to the Lululemon website
 View Google analytics to see if traffic to the site has increased since
the marketing strategy launched.

10. +
Conclusion & Thank You
 Lululemon is a growing and successful company.
 With strategies suggested in this marketing plan, along with strategies
currently implemented, Lululemon should see an even greater increase in
sales for many years to come.
 THANK YOU!